Lead Data Analyst

Collinson Group; Greater London; On-site; GBP 60,000 - 90,000; Full time

Job summary

Collinson Group seeks an experienced Data Analyst to own loyalty analytics end‑to‑end. You will turn CRM data into actionable recommendations for leadership and measure commercial impact of loyalty programmes.

You will build segmentation, measure campaign performance across channels, and forecast revenue and ROI. A strong SQL, Excel, and BI tool background is essential.

Qualifications

• 4+ years as a data analyst working with multi-channel customer data.
• Strong SQL for querying and extracting data.
• Advanced Excel with pivot tables and large datasets.
• Experience with Power BI or Tableau for reporting.
• CRM/loyalty analytics experience and ability to explain findings in business terms.

Responsibilities

• Own analysis behind loyalty programmes and turn data into actionable decisions.
• Build and maintain reports used by the business.
• Analyse customer behaviour, retention, purchase frequency and lifetime value.
• Model propensity, churn, cross-sell, and customer lifetime value; forecast impact.

Skills

Years of experience

SQL

Advanced Excel

Power BI

Tableau

CRM loyalty analytics

Business communication

Tools

Salesforce

Braze

HubSpot

Klaviyo

Job description

Own the analysis behind loyalty programmes for some of the world's biggest travel, transport and financial brands.

This is a standalone analyst role, so you’ll run the numbers end to end. You will turn customer and CRM data into decisions leadership can act on, and you will see the commercial impact of your work directly.

You’ll sit in Collinson’s loyalty division, where we treat loyalty as a strategic asset rather than a cost centre.

What you'll do

Insight and reporting

• Build and maintain the reports the business runs on, and make them ones people rely on
• Analyse customer behaviour, retention, purchase frequency and lifetime value
• Turn analysis into clear recommendations non-technical stakeholders can use

Loyalty and customer analytics

• Build customer segmentations that drive personalisation and targeting
• Measure campaign performance across email, SMS, push and onsite
• Prove the incremental impact of CRM and loyalty activity
• Support A/B testing and experimentation

Modelling and forecasting

• Build propensity, churn, cross-sell/upsell and customer lifetime value models
• Forecast revenue, customer value and campaign performance
• Spot leading indicators early and translate them into commercial actions
• Model likely ROI on new programmes and initiatives

Data

• Specify, extract, clean and validate datasets from multiple systems
• Develop derived variables for targeting in platforms like Salesforce
• Improve data structures and reporting processes, and flag issues before they bite

What you'll bring

• 4+ years as a data analyst working with complex, multi-channel customer data
• Strong SQL for querying and extracting data
• Advanced Excel - pivot tables, formulae, large datasets
• A BI tool: Power BI or Tableau
• CRM, loyalty or lifecycle marketing analytics experience
• The ability to explain complex findings in plain business language

Nice to have

• Python or R
• Customer segmentation and predictive modelling
• Marketing automation or CDP platforms (Salesforce, Braze, HubSpot, Klaviyo)
• A feel for retention and customer lifetime value metrics

You'll do well here if you

• Think commercially and care about outcomes, not analysis for its own sake
• Are curious and go looking for the opportunities no one asked about
• Can juggle several priorities without dropping the detail
• Like working directly with stakeholders, internal and client-side

Why Collinson

• Real ownership. As the sole analyst, the analysis is yours. Your work reaches leadership and shapes decisions.
• Visible work. You’ll analyse programmes running with major transport, travel and financial brands.
• Breadth. Reporting, modelling, experimentation and data — not one narrow lane.

Collinson is an equal opportunity employer and welcomes differences in all their forms, including colour, race, ethnicity, gender identity, sexual orientation, neurodivergence, family status, age, disability, and people from all backgrounds, cultures and experiences.

Please feel free to note the pronouns you use. If you need any extra support during the interview process, email us at [e-mail].